Mastering the Google Answer Box

Search engine optimization is nothing new. But the way Google indexes sites and generates search results has drastically changed. Now that Position zero (aka the Answer Box) is all the rage, I thought it would be a good time to share some of my SEO strategies for getting listed.

Before doing so, let's take a look a the bigger picture. Google's current strategy is to answer a user's query without a click. Why would they do this? To improve the user experience. Is it costing them ad revenue? Probably not, in fact, it's having the opposite effect. As one of my first bosses told me, "Follow the money". He was right. If fewer people are clicking on organic results, chances are they'll be clicking more on paid results when they want to actually buy something - improving paid ad performance.

But all is not lost. By generating results in the answer box, you can garner your share of search traffic. Additionally, the answer box is primarily for queries focused on popular keywords, not necessarily long-tail keywords, depending on your niche. As Search continues to evolve, your best bet is to take advantage of the Answer Box whenever and wherever you can. Here are some strategies for doing so:

How to Win the Answer Box

1. Optimize for those seeing quick answers. It is essential for you to connect with customers during that, "I-want-to-know moment". Use a free service like Answer the Public to search for common questions asked by your audience. The most popular is usually "How to" or "What is".
2. Look at competitor search results. Review where competitors have won the answer box for valuable opportunities. Can you do better? Can you focus on related terms that others are searching for? Use the Google Keyword Tool generator for ideas.
3. Create an FAQ page on your website. This is a great way to attack common questions from your audience. FAQ pages should provide answers to common questions that users ask. By figuring out what questions your customers are asking, you can create the type of content they're most likely to find useful.
4. Answer the five W's (and the H). Answer the essential questions that everyone asks when collecting information or solving a problem: Who, What, Where, When, Why. And don’t forget the all-important How.
5. Detail the steps required to complete tasks. Focus on content that details how to complete tasks that relate to your product or service. By articulating specific steps, Google has something clearly defined to include in the answer box. 
6. Number and bullet points. Create steps and lists using bullet points or numbers. These help aid the decision-making process to demonstrate the best options for prospective customers.
7. Include a definition of terms. Your content should start with a sentence that answers a question at the top of your content addressing the "What" question. This helps Google automatically find answers to the user's query.
8. Structure content that reflects searcher intent. Use formats that work for your customers and structure the content to address the searchers' query. Consider using tables, ordered lists, bullet points, and video.
9. Use schema markup. Always use the best SEO practices by placing your keywords and key phrases in your header, metadata, URL structures, and alt tags. Also, use Schema markup. Schema structured data helps you highlight specific information for search engines. It tells Google what information means, not just what it says.
10. Produce in-depth content. Long-form content still wins the day. In fact, many of the Answer Boxes are won by content pieces that include a definition and outline that anchors users to specific content within their article. Position zero is often won with content that has a total length of 1,500 words or more.

Okay, so there you have it. Tips and strategies for getting your content into Google's Answer Box. Before you start down this journey, remember, nothing is guaranteed. As you focus more of your content on this strategy, however, you'll find your content rising to the top of search results (when formatted properly). Give it a try or contact a member of our team to see how we can help improve your organic search results.

About the Author

Michael Fleischner is the Founder and CEO of Big Fin SEO, a search engine optimization and reputation management company focused on helping clients look good online, generate more traffic to their website, and improving search results. Mr. Fleischner is an entrepreneur, author, and speaker. He has appeared on the TODAY Show, ABC, Bloomberg, and other major media.